Roger Gracie Academy
Roger Gracie Academy is a London-based Brazilian Jiu-Jitsu academy offering Gi, No-Gi, kickboxing, and kids martial arts through monthly and annual subscription memberships, serving individual adult and youth members plus drop-in visitors at its Hammersmith headquarters.
- Company typePrivate
- Founded2003
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Roger Gracie Academy does
Roger Gracie Academy (Gracie Academy Ltd, UK private limited company, founded 2003) operates a single flagship Brazilian Jiu-Jitsu academy at 22-24 Glenthorne Road, Hammersmith, London. The academy delivers instructor-led mat training in Gi and No-Gi Brazilian Jiu-Jitsu, kickboxing, and structured kids martial arts classes (ages 4-15), with competition preparation tracks for serious athletes. Headcount is reported in the 11-50 range, staffed by an internationally credentialed instructor team led by Master Mauricio Gomes (8th degree coral belt) and founder Roger Gracie (4th degree black belt, 10-time IBJJF World Champion, IBJJF and ADCC Hall of Fame member), alongside multiple competition-medaled black-belt coaches. The facility runs 100+ classes per week, operating primarily outside peak commuting hours (Mon-Fri 6am-9pm, Sat 8am-3pm, Sun 9am-12pm).
The revenue model is predominantly recurring subscription-based, with adult monthly rolling membership at £179/month and adult annual pre-pay at £2,019 (effectively 11 months for 12), plus a parallel kids tier at £159/month and £1,799/year. Non-members and travelling visitors access training via day (£35), week (£99), or month (£299) passes. Ancillary revenue streams include private lessons across Gi, No-Gi, self-defence, and kickboxing disciplines; and an academy store selling gis, rashguards, shorts, apparel, and accessories through on-site retail and online storefronts (rogergracie.store, gentleartapparel.com, plus UK/EU-distributed Progress JJ sites). The estate is branded with the Gracie family lineage, positioning the academy as a premium, brand-led offering rather than a commodity martial-arts gym.
Go-to-market is direct-to-consumer with no proprietary technology stack beyond third-party MINDBODY booking/scheduling and Squarespace e-commerce. Customer acquisition relies on a free induction class funnel, word-of-mouth within the academy community, competition success-driven reputation, and organic social (Instagram, Facebook, YouTube, Roger Gracie TV streaming). Beyond the London HQ, the Roger Gracie Academy brand extends through the Roger Gracie Association, a network of affiliated/licensed academies throughout the UK and globally, which operates a 'Start an Academy' program, an academy finder, and licensed merchandise distribution in the UK and EU. There is no disclosed external funding, M&A activity, or institutional ownership, and the company appears to be founder/family-controlled under Gracie Academy Ltd.
Roger Gracie Academy firmographics
Firmographics- Name
- Roger Gracie Academy
- Legal name
- Gracie Academy Ltd
- Website
- https://rogergracie.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Roger Gracie Academy is a London-based Brazilian Jiu-Jitsu academy offering Gi, No-Gi, kickboxing, and kids martial arts through monthly and annual subscription memberships, serving individual adult and youth members plus drop-in visitors at its Hammersmith headquarters.
- Ownership category
- akta.pro rank
Roger Gracie Academy industry classification
Industry- Product category
- Martial Arts Training
- NAICS
- Sports and Recreation Instruction (611620)
- SIC
- Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Grappling & Submission Arts Training (Judo, BJJ, Wrestling) (HSADADAC)
- akta.pro secondary industries
- Kids & Youth Martial Arts Programs (HSADADAG), Boxing & Kickboxing Fitness Classes (HSADABAF), Combat Sports Gyms & Dojos (MMA, Boxing, Wrestling, Martial Arts) (MPAKAJAG)
Keywords
Where Roger Gracie Academy is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Roger Gracie Academy business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Membership Subscriptions: Monthly rolling contracts and annual pre-paid memberships providing access to unlimited classes per week. Primary revenue stream with adult and kids tiers.
- Visitor Passes: Day passes (£35), week passes (£99), and month passes (£299) for non-members visiting the academy or wanting to drop in for sessions.
- Academy Store: Merchandise sales including gis, rashguards, shorts, backpacks, t-shirts, water, and coconut water. Also sells padlocks and offers rental towel service.
- Private Lessons: Individual coaching sessions with instructors available for additional fee. Multiple instructors offer private sessions in Gi, No-Gi, Self-Defence, and kickboxing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Adult Monthly Rolling Contract |
| Subscription | Annual | Adult Annual Pre-Paid |
| Subscription | Monthly | Kids Monthly Rolling Contract |
| Subscription | Annual | Kids Annual Pre-Paid |
| Other | Pay-as-you-go | Day Pass |
| Other | Pay-as-you-go | Week Pass |
| Other | Pay-as-you-go | Month Pass |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Roger Gracie Academy product offering
Product offeringCore offering
Roger Gracie Academy is a London-based martial arts training academy delivering Brazilian Jiu-Jitsu instruction in both Gi and No-Gi formats, kickboxing, and a dedicated kids martial arts programme for ages 4-15. The academy sells recurring monthly/annual memberships, day-week-month visitor passes, and private coaching sessions, supported by a branded e-commerce store selling gis, apparel, and accessories.
Product overview
Roger Gracie Academy is a martial arts academy offering Brazilian Jiu-Jitsu (both Gi and No-Gi variants), kickboxing, and kids martial arts programs. The core offering is Brazilian Jiu-Jitsu instruction at all skill levels from beginners to advanced competitors. The academy operates on a membership model with monthly rolling contracts and annual pre-paid options for both adults and children. Visitor passes (day, week, and month) provide non-members access to training. Free induction classes serve as entry points for new students. The academy's flagship location is in Hammersmith, London, with associated schools worldwide through the Roger Gracie Association.
Differentiator
Problem solved
Functional benefit
Products and services
- Brazilian Jiu-Jitsu (Gi) Traditional Brazilian Jiu-Jitsu training using the kimono (gi), covering fundamental, intermediate, and advanced classes focused on ground fighting, joint locks, and chokes for adult members at all skill levels.
- No-Gi Brazilian Jiu-Jitsu Faster-paced Brazilian Jiu-Jitsu training without the traditional kimono, using rashguards and shorts; emphasises wrestling, positioning, transitions, and submissions for adults at beginner through competition levels.
- Kickboxing Stand-up striking classes that fuse techniques from Boxing, Karate, and Muay Thai, covering strikes, defences, counters, and set-ups for self-defence, competition, or fitness.
- Kids Martial Arts Martial arts classes for children aged 4-15 focused on building discipline, focus, confidence, and self-defence against bullying, with teens (11-15) also accessing kickboxing up to three times per week.
- Competition Training Specialised training for competitive athletes preparing for IBJJF, ADCC, and other major tournaments, including open mats and competition-focused classes.
- Adult Monthly Rolling Contract Recurring monthly membership at £179/month with 30 days written notice to cancel and a £50 one-off administration fee; includes a free Gi and belt on first sign-up and access to 100+ weekly classes.
- Adult Annual Pre-Paid Membership Annual pre-paid membership at £2,019/year including a Gi and access to Jiu-Jitsu, kickboxing, and yoga classes; offers best value for committed adult trainees.
- Kids Monthly Rolling Contract Recurring monthly membership for children aged 4-15 at £159/month with a £50 one-off administration fee, including a free Gi and belt on first sign-up; children can attend up to 6 classes per week and teens (11-15) also access kickboxing three times per week.
- Kids Annual Pre-Paid Membership Annual pre-paid kids membership at £1,799/year including a free Roger Gracie Academy Gi and belt on first sign-up.
- Day Pass Single-day access to unlimited classes at £35, subject to belt colour restrictions and mandatory booking 48 hours in advance; rental Gi available for £10 or new Gi for £159.
- Week Pass Seven-day access to unlimited classes for £99.
- Month Pass Thirty-day access to unlimited classes for £299.
- Free Induction Class Complimentary first class for beginners, including 15 minutes with an instructor followed by participation in a full fundamentals class, plus a complimentary welcome pack with Gi and water.
- Private Lessons Individual one-to-one coaching sessions with academy instructors in Gi, No-Gi, self-defence, and kickboxing, offered as an additional fee-based service to members and serious students.
- Academy Store Merchandise Branded merchandise including gis, rashguards, shorts, backpacks, t-shirts, water, coconut water, and padlocks, plus a rental towel service, available through the academy's on-site store and online at rogergracie.store and gentleartapparel.com.
Quantifiable outcome
- Classes available 100+ times per week across multiple disciplines
Companies that use Roger Gracie Academy
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Roger Gracie Academy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Roger Gracie Academy partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Roger Gracie AssociationcoreRoger Gracie Academy is the headquarters of the Roger Gracie Association, a global network of affiliated Jiu-Jitsu academies. The association supports academy expansion, maintains curriculum standards, organizes events, and provides academy finder tools for locating affiliated schools worldwide.
- MINDBODYcoreMINDBODY is the scheduling and business management platform used for online class booking, membership management, visitor pass purchases, and payment processing. It enables customers to sign up for classes, manage accounts, and book sessions online.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Roger Gracie Academy competitors and assessment
Company assessmentBroad incumbents
- Atos Jiu-Jitsu: International BJJ competition team and academy network under Andre Galvao. Comparable premium BJJ instruction with HQ flagship and affiliated academies worldwide.
- Alliance BJJ: One of the most decorated BJJ competition teams globally with affiliated academies worldwide. Comparable structure of flagship academy plus affiliate network with strong competition pedigree.
- Gracie Barra: Largest global Gracie-affiliated BJJ network with hundreds of schools worldwide. Directly comparable BJJ instruction model under the Gracie family umbrella, but operates a much broader franchise network rather than a single flagship.
- Carlson Gracie Team: International BJJ lineage and academy network tracing back to Carlson Gracie. Comparable Gracie-lineage instruction, competition focus, and franchise-style affiliated school model.
- Checkmat BJJ: Global BJJ competition team and academy network. Comparable premium BJJ instruction model with HQ-plus-affiliate structure and competition pedigree.
Regional players
- London Fight Factory: UK-based martial arts gym in London offering MMA, BJJ, boxing, Muay Thai, and kids programs. Comparable multi-discipline martial arts membership model in the same London market.
- East London Grappling Academy: UK-based BJJ and grappling academy in London. Comparable single-location BJJ instruction model targeting similar adult and youth segments in the same metropolitan market.
Others
- BJJ Globetrotters: Community-driven BJJ organization hosting camps and global events for traveling practitioners. Reinforces the same visitor-pass / tourism use case that RGA monetizes through day, week, and month passes.
Direct peers
- Renzo Gracie Academy: New York-based Gracie family academy offering Gi/No-Gi BJJ, kickboxing, and kids programs in a flagship + affiliated-schools model. Closely parallels RGA's premium brand-pedigree positioning and member/visitor pass structure.
- 10th Planet Jiu-Jitsu: No-Gi-focused BJJ brand founded by Eddie Bravo with affiliated schools globally. Closely comparable Gracie-adjacent premium BJJ instruction model with HQ-plus-affiliate structure and competition focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Roger Gracie Academy social profiles
Digital presenceRoger Gracie Academy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roger Gracie Academy leadership team
Management profileNumber of profiles
Profiles5 records
Roger Gracie Academy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roger Gracie Academy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Roger Gracie Academy
What does Roger Gracie Academy do?
Roger Gracie Academy is a London-based martial arts training academy delivering Brazilian Jiu-Jitsu instruction in both Gi and No-Gi formats, kickboxing, and a dedicated kids martial arts programme for ages 4-15. The academy sells recurring monthly/annual memberships, day-week-month visitor passes, and private coaching sessions, supported by a branded e-commerce store selling gis, apparel, and accessories.
Is Roger Gracie Academy a public or private company?
Roger Gracie Academy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Roger Gracie Academy founded?
Roger Gracie Academy was founded in 2003. It employs 11 to 50 people.
Where is Roger Gracie Academy based?
Roger Gracie Academy is headquartered in London, United Kingdom, in the Europe region.
How does Roger Gracie Academy make money?
Four revenue lines are on record. Membership Subscriptions are the primary driver. The others are visitor Passes, academy Store and private Lessons.
Who are Roger Gracie Academy's main competitors?
Broad incumbents on record are Atos Jiu-Jitsu, Alliance BJJ, Gracie Barra, Carlson Gracie Team and Checkmat BJJ. Regional players are London Fight Factory and East London Grappling Academy. BJJ Globetrotters is listed as an others. Direct peers are Renzo Gracie Academy and 10th Planet Jiu-Jitsu.
Does Roger Gracie Academy have an API?
No public API is recorded for Roger Gracie Academy.
What industry is Roger Gracie Academy in?
Roger Gracie Academy's product category is Martial Arts Training. Its primary akta.pro industry code is HSADADAC, Grappling & Submission Arts Training (Judo, BJJ, Wrestling), with a secondary code of HSADADAG, Kids & Youth Martial Arts Programs. Its NAICS code is 611620 and its SIC code is 8200.